Lessons from a July 4th Fireworks Display, Part 2

Here's what the firm did right: even though the "show had gone on," long after most people visited, the fireworks firm presenting the fireworks for the local civic organization repeated the show--for free--Monday night.

Anyone could attend for free.

Smart thinking. Although 40 minutes of professional fireworks probably cost the firm a lot of money, it ensured that they would be invited back next year. And, by repeating the show for free, without hassle, there will be less chance that residents will boycott next year's fireworks.

The reality was that attendance was probably much lower last night than the first night. But, the bad taste of the original experience was offset, for most people, by the fact that the firm "did the right thing" last night.

Indeed, many banded together to make the free performance possible. The company that runs the fairgrounds, for example, didn't charge the organization or the firm for use of their facilities....a good lesson in fusion marketing.